Wired for success in omnichannel

The mastery of omnichannel requires many parts of every pharma business to align and co-operate but perhaps one of the most important, but underemphasized partnerships is that between marketing communications (marcomms) and IT colleagues.  Only together can they develop the right tools, including platforms, data analytics, automation, and artificial intelligence (AI), to do the job effectively.  IT ’s expertise on a range of issues including hardware and software compatibility, budgets, data security, and training and support issues, make closer working relationships with it essential, says Craig McGettigan, Head of Omnichannel Enablement, US General Medicines, at Sanofi. It is important therefore for IT to understand the goals and desired outcomes for the project, any potential challenges, timelines, and to find ways to bridge any gaps to ensure successful implementation.  Another reason to cultivate the input of IT leaders as key partners is their experience in developing an agile approach that can help coordinate marcomms and IT projects, speeding delivery, adds McGettigan. “Agile emphasizes collaboration, flexibility, and responsiveness, and is great for IT projects that need to be completed quickly. The iterative nature of agile allows for quick feedback and adaptation and encourages team involvement and transparency to make sure projects are successful and done on time.” Choosing the right software is another thing marcomms should be careful to consult IT abo...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news